Greenville zoo survey analysisBud Sanson, Leandra Pitts and Ashley Strickland

Clemson University, Spring 2016

OVERVIEW – Greenville Zoo

Project Champion - Amanda Osborne, Executive Director of Friends of the Greenville Zoo. leads the fundraising and advocacy programs

Project: to review their membership process and learn more about:motivations for joining the zoo purchasing and visitation habits benefit preferences familiarity with zoo conservation programs and their importance residential location

Goal in using this information: to learn how they can improve retention, benefits and member loyalty

Zoo currently have 6,000 - 7,000 members but significantly high turnover compared to similar institutions

BASIC INFORMATION ABOUT THE GREENVILLE ZOO Opened in 1960 Admission Prices:

Adult Price: $9.00 Child Price: $5.75 (free under 2)

Mission To serve the Greenville community by promoting an appreciation of nature

and wildlife while providing a unique opportunity to recreate and participate in innovative programs for education and conservation.

To serve as a model for conservation and conducts ongoing research to enhance the world we live in.

Dedicate to the welfare of the animals in their care and a continued preservation of their natural habitats.

www.greenvillezoo.com

TYPES OF MEMBERSHIPS

Individual – ($42) Annual admission for one adult. Plus four guest tickets. Grandparent – ($52) Annual admission for two named adults living at the same

address, and their grandchildren under the age of 18. Plus four guest tickets. Household – ($60) Annual admission for two named adults living at the same

address, and their children under age 18. Plus six guest tickets. Household PLUS – ($80) Annual admission for two named adults living at the same

address, their children OR grandchildren under the age of 18 and two guests any time. Plus eight guest tickets.

Friend’s Society – ($125) Annual admission for two named adults living at the same address, their children OR grandchildren under the age of 18 and four guests any time. Plus 10 guest tickets.

Friend’s Patron – ($250) Same benefits as Friend’s Society plus “Meet the Keeper” talk at a selected exhibit.

TYPES OF MEMBERSHIPS• Friend’s Galley – ($500) Same benefits as Friend’s Society plus “Meet the Keeper”

talk at a selected exhibit and two tickets to Sippin’ Safari or “Brew in the Zoo.”• Friend’s Benefactor – ($1,000) Same benefits as Friend’s Society plus one behind-

the-scenes tour for four, two tickets to Sippin’ Safari or Bew in the Zoo, ad recognition on donor board located at the zoo and on the zoo website.

• Friend’s Conservationist – ($2,500) Same benefits as Friend’s Society plus one behind-the-scenes tour for eight, four tickets to Sippin’ Safari or Brew in the Zoo, 25% discount on facility rental and recognition on the donor board located at the zoo and on the zoo website.

• Circle of Friendship – ($5,000) Same benefits as Friend’s Society plus one behind-the-scenes tour for 10, four tickets to Sippin’ Safari or Brew in the zoo, 50% discount of facility rental and recognition on donor board located at the zoo and on the zoo website.

• Add one – ($15) Add one named individual to your card. Valid only for entry to the Greenville Zoo.

Process of surveying

Agreement: Go to zoo in 3 visits to take face-to-face survey of members and non-members

Methods for survey On-line survey emailed to members

Paper copies of each survey at site visits

On-line survey via iPad for members and non-members at site visits

Dates of sites visits 03/28/16 Spring Break for Greenville, Anderson, & other counties

04/02/16 Enrichment Day

04/08/16 Member Appreciation Night

MEMBER SURVEY1. Are you a member or non-member? 2. How long have you been a member?3. Rank membership benefits from most important to least

important (with 1 being the most important and 11 being the least important).

4. What zoo programs do you typically participate in?5. How often do you visit the Greenville Zoo each year?6. Do you visit the gift shop/concessions area during the visit?7. What is your family size?8. Which age bracket do you belong to?9. What is your Household combined

income?10. What is your zip code?11. Anything else you

would like to share?

NON-MEMBER SURVEY

1. Are you a member or non-member? 2. What zoo programs do you typically participate in?3. How often do you visit the Greenville Zoo each year?4. Do you visit the gift shop/concessions area during the visit?5. What is your favorite part of visiting the zoo?6. Do you see any areas we can improve on at the zoo?7. Are you familiar with any of the zoo’s conservation efforts?8. Which age bracket do you belong to?9. What is your family size?10. What is your Household

Combined Income?11. What is your zip code?

RESULTS• 889 member surveys completed

• 443 non-member survey completed

• 1332 total surveys completed (*as of 4/17/16)

Types Member Survey Non-member Survey

Facebook post 705 responses 2 responses

Mobile Link 13 responses 5 responses

Web Link 0 responses 329 responses

Manual Entry 171 responses 107 responses

DEMOGRAPHIC INFORMATION (MEMBER)

50+

30 - 49

20 - 29

15 - 19

247

563

72FAMILY

SIZE

JUST ME!23

5+

>$100,000

$80,000 - $100,000

$50,000 - $80,000

$30,000 - $50,000

48

211

134

125

292

<$30,000

AGE BRACKET

COMBINED HOUSEHOLD INCOME

1 YEAR2 YEARS

3 – 5 YEARS

>5 YEARS

4

MEMBERSHIP

1 TIME2 – 4 TIMES

5 – 10 TIMES

>10 TIMES

# YEARLY VISIT(S)

53.2%VISIT CONCESSIONS/

GIFT SHOP

2

DEMOGRAPHIC INFORMATION (NON-MEMBER)

85%VISIT 1-4X/YEAR

CONCESSIONS

75.4%ARE OR ARE SOMEWHAT

FAMILIAR WITH ZOO’S CONSERVATION EFFORTS

50+

30 - 49

20 - 29

15 - 19

148

228

60

7

FAMILYSIZE

JUST ME!

234

5+

>$100,000

$80,000 - $100,000

$50,000 - $80,000

$30,000 - $50,000

53

109

64

79

91

<$30,000

AGE BRACKET

COMBINED HOUSEHOLD INCOME

Participation/importance at the Zoo (Member)Importance Membership Benefits Response Rate

1 Annual admission for multiple adults 83.1%2 Annual admission for children 84.5%3 Guest tickets 85.5%4 Behind the scenes tour of zoo 74.9%

5"Meet the Keeper" talk at a selected

exhibit 72.8%6 Annual admission for grandchildren 75.8%7 Tickets to "Sippin' Safari" 70.1%8 Tickets to "Brew in the Zoo" 71.2%9 25% discount on facility rental 76.4%

10 Recognition on zoo donor board 68.3%11 Recognition on zoo website 72.7%

TOP THREE participation programs

Annual Admission For ChildrenSpecial EventsEducational Programs

Anything else you would like to share (member)

Favorites of the Zoo (Non-member)

TOP THREE participation programs

Annual Admission For ChildrenSpecial EventsEducational Programs

improvements (non-member)

Zip Codes

Simpsonville (29681)14%

Greenville (29607)

12%

Greer (29651)11%

Taylors (29687)10%

Simpsonville (29680)10%

Greenville (29615)9%

Greenville (29609)

9%

Greenville (29642)9%

Greenville (29605)

8%

Greenville (29650)

8%

Simpsonville (29681)14%

Greenville (29615)11%

Greenville (29605)

11%Greenville (29609)

11%Taylors (29687)

10%

Greenville (29607)10%

Greer (29650)9%

Greer (29651)8%

Easley (29642)6%

Greenville (29601)

5%

Simpsonville (29680)

5%

SNAPSHOT OF YOUR TYPICAL MEMBERHi! I’m a friend of the Greenville Zoo!I am a member of a family of four and I am30 – 49 years old with an estimatedcombined household income of over$100,00 from Simpsonville, SC. We haveonly had our membership one year, but wetypically go to the zoo more than ten timesa year and love it! More than half the timewe visit concessions and the gift shopduring our visit. My favorite parts of mymembership are Annual admission formultiple adults, Annual admission forchildren, and Guest tickets, respectively.The programs I am most likely to participatein are Annual Admission for children,Special Events, and Education Programs.

SNAPSHOT OF YOUR TYPICAL non-MEMBERHi! I’m a visitor of the Greenville Zoo!I am a member of a family of two and I am30 – 49 years old with an estimatedcombined household income of $50,000 -$80,000 from Simpsonville, SC. We typicallygo to the zoo less than 5 times a year butlove it! More than half the time we visitconcessions and the gift shop during ourvisit. We are somewhat familiar with thezoo’s conservation efforts. The programs Iam most likely to participate in are AnnualAdmission for children, Special Events, andEducation Programs.Overall, we love the zoo – especially thegiraffes and monkeys but would love to seebathroom and parking improvements.

Takeaways

More participation than expected Members were not familiar with some of the benefits

offered Members did not know some of the animals were no

longer at the zoo. Visitors enjoyed the zoo, but wished more animals were

there. CORE MOTIVATION: Animals (Giraffes & Monkeys) &

Annual Admission For Children

Our recommendations

Communication: Work to inform members andnon-members of animals leaving, reasons forleaving, next steps for animals, etc. Example: Reasons Elephants left, Walter (giraffe)

being transferred, etc.

Largest bottlenecks/headaches to focus on: Parking

Restrooms/Water

Increasing number of animals/animalinteractions

Admission Line

Improvements (without expansion/largeamounts of funding needed): Personal information about animals (name, age,

etc.)

Pre-school programs in afternoon

Increase advertising at the zoo for upcomingevents/news

Possibly reducing number of membershiptypes